Tim Wildmon, president of the American Family Association, said, “That’s a million families who are going to spread the word about Target, so they may not get those customers back,” or their money. Wildmon went on to add, “Management is just going to have step up here (and) say, ‘We’re selling hammers and hats, we’re not into social engineering.’”

Following Target’s decision to allow transgender people to use whichever restroom or dressing room they identify with, there were numerous articles and comments opposing the company’s stance.

In a statement April 25, Molly Snyder, spokeswoman for Target said, “We certainly respect that there are a wide variety of perspectives and opinions. As a company that firmly stands behind what it means to offer our team an inclusive place to work — and our guests an inclusive place to shop — we continue to believe that this is the right thing for Target.”

Referring to the boycott, Wildmon said, “This is how people can fight back — they’re not going to shop at Target.”

Target’s stock prices may bear out this statement. Stock prices, which were $83.98 per share on April 18, had dropped to $81.33 on April 28. This loss of $2.65 per share adds up to a loss of $1.5 billion.